Although brands spend $7 billion a year on street-level advertising such as bus shelters and digital signage, it remains a challenge for marketers and agencies to accurately track how effective those campaigns are.
“The out-of-home advertising industry is struggling to find ways to have better analytics as to who and when consumers are most likely to see their ads,” said out-of-home advertising expert Nick Coston.
Tracking solutions that do exist are extremely difficult to install and configure, requiring huge amounts of time, money, and personnel.
With the AdBeacon® device from AdMobilize, out-of-home advertisers and retailers can gather viewership data from both printed graphics and digital signs. The all-in-one hardware and software solution can be configured in two minutes and used by anyone, even people without technical skills.
About the size of an iPhone 5, AdBeacon uses a camera sensor to collect viewership data about printed graphics in physical spaces. For digital signage that already has built-in camera sensors, AdMobilize offers a seamless API solution.
Advertisers can use AdBeacon to track dwell time, gaze ratio, demographics, emotions and more. Using the browser-based AdDashboard, they can access real-time performance data by location, time, audience, engagement, demographics and other key factors.
Marketers can use this data to adjust campaign strategy to maximize outdoor, out of home, and retail advertising returns, optimize store layouts, and fine-tune the content on digital signs.
“Real-time data and analytics drive online advertising and marketing for a reason – they generate incredible ROI,” said Rodolfo Saccoman, CEO and founder of AdMobilize. With AdBeacon 2.0, AdMobilize gives outdoor advertisers and brick-and-mortar businesses the same level of analytics that e-commerce companies use.
The AdRemote apps for Android or iPhone devices can be used to remotely configure and adjust the AdBeacons.
The AdRemote app can also display key metrics that quantify advertising effectiveness. With just one tap, these results can be shared with agency clients or campaign partners.